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ETX Daily Up Published
November 16, 2025
Fashion photography duo Mert Alas and Marcus Piggott have been announced as the winners of the Isabella Blow Award for Fashion Creator at The Fashion Awards 2025.
The British Fashion Council (BFC) has revealed that the pair, who celebrate their 25th anniversary this year, will receive the prestigious award, which honors fashion innovators, at the event's ceremony in London on December 10.
"We are thrilled to present the Isabella Blow Award for Fashion Creator to Mert and Marcus and acknowledge them for their remarkable contribution to the global fashion industry," said Caroline Rush, BFC Chief Executive. "Mert and Marcus have a unique way of portraying glamour, youth and fantasy, making them one of the forces of our industry."
The famous duo, who were born in Turkey and Britain respectively and began collaborating in 1994, have built a reputation for a bold, often surreal style that encompasses fantasies and dreams and focuses on strong women, using digitized augmentation for a unique result. They have become a go-to for some of the biggest fashion brands in the industry, shooting iconic campaigns for houses including Calvin Klein, Givenchy, Gucci, Louis Vuitton, Missoni and Versace. Their celebrity subjects include Gisele Bundchen, Kate Moss, Lady Gaga, Madonna, Naomi Campbell and Rihanna, among others, and their work has graced the National Portrait Gallery, Playboy (they shot the Kate Moss cover for the magazine's 60th anniversary) and the 2006 Pirelli Calendar.
In claiming this year's Isabella Blow award, Mert and Marcus follow in the footsteps of big-name creatives such as makeup mogul Pat McGrath, the photographer and filmmaker Nick Knight and the editor Edward Enninful.
The Fashion Awards, which is held annually in partnership with Swarovski, recognizes creativity and innovation in fashion, celebrating the designers and industry figures that have broken new ground over the past 12 months while raising funds for the BFC's educational initiatives.